<abstract xmlns="http://www.w3.org/1999/xhtml">

<sec>
<h3>Paper’s objectives</h3>
<p>The purpose of this paper is to examine the ways in which to neutralize the country-of-origin (COO) effect (COE) in the emerging market of firms’ international branding.</p>
</sec>
<sec>
<h3>Design/methods applied/approach used</h3>
<p>A multiple-case study of five companies from European and Asian emerging markets – owners of household appliances brands, with data sourced from in-depth interviews and secondary sources.</p>
</sec>
<sec>
<h3>Findings</h3>
<p>Companies from emerging markets neutralize the genuine COO in their international branding in various ways, for example, by applying brand or sub-brand names that do not refer to the genuine country-of-brand-origin, using slogans in foreign languages or establishing brand alliances with partners from developed countries.</p>
</sec>
<sec>
<h3>Originality/value</h3>
<p>This study offers original insights fostering a better understanding of international branding strategies applied by emerging market companies by identifying the ways they neutralize the COE both at the brand concept level and brand marketing communication tools.</p>
</sec>
</abstract>

Paper’s objectives
The purpose of this paper is to examine the ways in which to neutralize the country-of-origin (COO) effect (COE) in the emerging market of firms’ international branding.


Design/methods applied/approach used
A multiple-case study of five companies from European and Asian emerging markets – owners of household appliances brands, with data sourced from in-depth interviews and secondary sources.


Findings
Companies from emerging markets neutralize the genuine COO in their international branding in various ways, for example, by applying brand or sub-brand names that do not refer to the genuine country-of-brand-origin, using slogans in foreign languages or establishing brand alliances with partners from developed countries.


Originality/value
This study offers original insights fostering a better understanding of international branding strategies applied by emerging market companies by identifying the ways they neutralize the COE both at the brand concept level and brand marketing communication tools.

Ways to neutralize the country-of-origin effect in the emerging market firms international branding<xref ref-type="fn" rid="j_ijme-2022-0027_fn_001"><sup>1</sup></xref>

International Journal of Management and Economics

This work is licensed under the Creative Commons Attribution 4.0 International License.

Ways to neutralize the country-of-origin effect in the emerging market firms international branding

Paper’s objectives
The purpose of this paper is to examine the ways in which to neutralize the country-of-origin (COO) effect (COE) in the emerging market of...

Ways to neutralize the country-of-origin effect in the emerging market firms international branding¹

Article Category: Empirical Paper

Published Online: Mar 31, 2023

Page range: 46 - 56

Received: Mar 18, 2022

Accepted: Dec 07, 2022

DOI: https://doi.org/10.2478/ijme-2022-0027

Keywords
country-of-origin, emerging markets firms, international branding, neutralization of the COO effect

© 2023 Marzanna Katarzyna Witek-Hajduk et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Ways to neutralize the country-of-origin effect in the emerging market firms international branding1

Article Category: Empirical Paper

Published Online: Mar 31, 2023

Page range: 46 - 56

Received: Mar 18, 2022

Accepted: Dec 07, 2022

DOI: https://doi.org/10.2478/ijme-2022-0027

Keywordscountry-of-origin, emerging markets firms, international branding, neutralization of the COO effect

© 2023 Marzanna Katarzyna Witek-Hajduk et al., published by Sciendo

This work is licensed under the Creative Commons Attribution 4.0 International License.

Ways to neutralize the country-of-origin effect in the emerging market firms international branding¹

Keywords
country-of-origin, emerging markets firms, international branding, neutralization of the COO effect